Pengaruh Adopsi Inovasi Komunikasi Bea Cukai di Media Sosial dalam Meningkatkan Kesadaran Masyarakat Kota Medan

Abstract

This study aims to determine the influence of the adoption of communication innovation by the Directorate General of Customs and Excise (Bea Cukai) through social media on increasing public awareness in Medan City regarding fraud impersonating the institution. The research uses a quantitative approach with a survey method, and data analysis techniques include validity and reliability testing, Spearman's rank correlation, and the coefficient of determination. The sample consists of 100 respondents selected through purposive sampling. The independent variable in this study is the adoption of communication innovation (X), which consists of seven indicators: trustworthiness, competence, expertise, dynamism, physical attractiveness, similarity between source and audience, and proximity. The dependent variable is public awareness (Y), which includes knowledge, attitude, and action. The results of the Spearman correlation test show a positive and statistically significant relationship between X and Y, with a correlation coefficient of 0.241 and a significance level of 0.016. However, the coefficient of determination indicates that the adoption of communication innovation contributes only 5.2% to the variation in public awareness. Meanwhile, the remaining 94.8% is explained by other factors that were not examined in this research model. It can be concluded that although the correlation is weak, the communication innovation adopted by Bea Cukai through social media plays a role in increasing public awareness of fraudulent practices. These findings highlight the importance of implementing public communication strategies that are innovative, credible, and responsive to the needs of the digital society.